고춧가루에 대한 미․일 시장 및 소비자의 선호 분석

(An Analysis on Consumers’ Preference and Market about chili Pepper Powder in U.S. and Japan)

Recently, Korean government has endeavored to promote the exportation of processed food as well as fresh food. Korean chili pepper powder is one of the important processed food for exporting. However, there are few study discussing about consumers preference in foreign countries, in order to offer information to develop strategy for exporting. The purpose of this paper is to analyze the market status and consumers’ preference about Korean chili pepper powder in U.S. and Japan. Field research and survey research were conducted to investigate the market and consumers behavior. Conjoint analyses also were conducted to present more specific and comprehensive analyses to define the consumers preference about Korean Chili pepper powder. The results of studies present the enough possibility to export Korean chili pepper powder to U.S. and Japan. The results also show that markets and consumers in U.S. and Japan have the different shapes, and thus Korean exporters need to develop different strategies which are suitable to each country.